Some of these natural disasters, such as hurricanes, tornadoes and wildfires, tend to have a seasonal aspect to them.  Others can happen anytime of the year with little or no warning.

Companies involved with building sciences, indoor air quality (IAQ) and other environmental services are often the second wave of responders to these events following emergency personnel.  These companies are essential to evaluate indoor and outdoor conditions and to begin the rebuilding efforts to bring life back to a normal state for residents who have been impacted.

In the chaos that often immediately follows a natural disaster many forms of communications may be temporarily down.  Also due to the turmoil that occurs after an event it may be challenging to communicate to people, businesses, agencies and organizations that your company can help.

So what are some ways to quickly react to get the word out that a business is ready to help following one of these types of situations?  There a number of ways to respond and below are some suggestions to consider:

1. React Quickly - Try to have a representative in the area as quickly as possible. Also have a toll free number in place that is either manned by a company representative or a phone answering service to take calls 24 hours a day during the immediate recovery phase.
2. Press Releases - Make public a series of press releases introducing the company's IAQ and environmental services as well as a series giving suggestions to area residents on what they should do to minimize damage and protect their health.
3. Contact the Media - Get a hold of television and radio stations as well as publications in the region to offer your expertise to their viewers, listeners and readers.  Following a natural disaster, in our age of 24 hour news, media outlets will often be receptive to offers of interviews.  Tell the audience what to do to protect their property and well being while explaining what your company has to offer.
4. Online Videos - Quickly create a short (or series of short) online videos that can be posted on the company website and YouTube that gives the local population information about what they should do, what to be on the lookout for and how your company can help.  Be sure to inform the media of these videos.
5. Make Contacts - Immediately begin contacting emergency responders, insurance providers and real estate, property manager and building owner and manager associations to inform them of what your company can do to help.  This is also a great time to offer educational pamphlets the company has produced in advance.  These could be on such topics as mold, sewage contamination, fire residues, etc.
6. Social Media - Be sure to regularly update any social media that the company utilizes, this should include Facebook and Twitter.   Post what services are being offered, tips for area residents and how they can get a hold of the company.
7. Charity - Following a devastating natural event many people may not have the resources required to hire the services of your company.  There is perhaps no better time to consider taking on a case or two, in addition to your paying business, that you do as a charity offering.  Not only is this a wonderful act of kindness, it also shows the community that your company is there to help and can garner some great media attention for the company.

These are just a few suggestions to keep in mind when a natural disaster strikes.  It is highly recommended that companies have reaction plans (both public relations and logistical plans) in place so they can immediately begin offering assistance.  Lack of a formal plan will likely slow the response time and effectiveness of any efforts.      

A number of the suggestions mentioned (such as how to create press releases & videos) are discussed in depth in past issues of the Environmental Marketer.  To view any of these past issues please click here.